New York Times: Ukraine’s Social Media Stars Rethink How They Wield Their Influence

New York Times: Ukraine’s Social Media Stars Rethink How They Wield Their Influence. “Like [Anna] Tsukur, thousands of influencers creating content about everything from children’s games to beauty tips and from science to comedy switched to Ukrainian from Russian after the full-scale invasion, in many cases overnight, according to Vira Slyvinska, a senior executive at AIR Media-Tech, an international company founded by Ukrainians that supports online content creators. Some have also drastically shifted focus, abandoning their original topics for videos that support the country’s war effort. But by far the bigger change was the switch in language.”